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PEDIGREE Found

basics
Industry: Public interest & Non-profit
Media:Direct Market
Market:New Zealand
Style: Minimalism
descriptioncnen
Relevancy
Once we had come up with the concept of PEDIGREE Found, the campaign was based around us wanting two direct actions from consumers. The first was to download the PEDIGREE Found app and register their dog, so that they would have a safety net in case their dog ever went missing. The second was that we wanted dog lovers to respond when they saw the lost dog ads – to report any dogs they may have seen and to help reunite the lost dog with their owners.
Execution
When you lose your dog every second counts. What if there was a way to activate an army of scouts in the exact area your dog was last seen? That’s PEDIGREE Found. Download the app, register your dog. If they go missing just press the LOST button, instantly creates real time lost dog alert mobile ads where your dog was last seen, geo-targeted to a pinpoint radius of 2.5 kilometers & personalised with your dogs information. The time since your dog went missing constantly updated on the ads so people seeing them in real time knew how long the dog had been missing,. This, along with push notifications to other Found users, gives our network of eyes the details they need to respond and help bring your dog home safely, and quickly.
Synopsis
PEDIGREE are a company with a simple mission at their heart – they want to make the world a better place for dogs and dog owners. Not only through nutrition, but also helping to care of dogs (and their owners) emotional needs. This helps build an emotional connection between the brand and consumers, keeps PEDIGREE top of mind and keeps them ahead of their competition. It was against this challenge that we were set an open brief – what could PEDIGREE do in New Zealand to create an emotional connection with consumers that would sit under the concept of making the world a better place for dogs and dog owners?
Strategy
Our target audience was all NZ dog owners and dog lovers. Our objective, to create something of genuine utility for consumers that drove an emotional connection with the brand and proved that PEDIGREE’s core belief was more than just words. We realised that when you lose your dog, there is a window of opportunity. Even though you can’t see them, you know the area they’re in. We needed a way of alerting people who could operate an army of scouts, but given how quickly a lost dog can cover ground, it needed to be precisely targeted and happen instantaneously. What better way than the ubiquitous smartphone? Our call to actions was download the app for free to help keep your best friend safe. On all our lost dog ads, the call to action was equally simple – this dog is lost in your area. If you see him, click here!
Outcome
To date, 10% of NZ dog owners have downloaded the app The ‘Lost Dog Alert’ display banners have response rates of over 100 times the industry standard. In the period since launch, with only BAU activity also running, PEDIGREE saw their sales rise to a 5 year high – this equated to a 10% increase in market share lead over the 2nd largest brand in the market. But by far the most important result? So far, 105 dogs have been reunited with their owners through PEDIGREE Found.
Campaign Description
Losing your dog is a fear universal to dog owners the world around & at some point, has happened to most. Yet, there is no clear protocol, no real support system in place for when this happens. With PEDIGREE’s positioning, taking on the problem of how best to help lost dogs was a natural fit for the brand. With the technology now available via peoples smartphones we realised that we could for the first time create a real time lost dog poster that could move faster than the lost dog itself, and make it an end to end mobile experience, starting from an app and progressing into mobile targeted ads via the Google Display Network (GDN). We would be able to get people in your immediate vicinity to operate as a network of eyes for you and help get your dog home safe.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Copywriter:
Art Director:
Director:
Other credit:Agency Producer: Tim Freeman, Dov Tombs, Anna Flaws
Creative Technologist: David Arcus, Robbie Boyd
Digital Artist / Multimedia; Aaron Turk, Geoff Joe, Josh Yee
awards
Cannes Lions International Festival of Creativity 2016
Shortlist Direct
Response / Real-time Activity
Cannes Lions International Festival of Creativity 2016
Shortlist Direct
Use of Mobile
The One Show 2016
Merit Film
Consumer - Digital Product / Digital Product
The One Show 2016
Merit Mobile
Consumer - Use of Technology / Location-Based Services or Proximity Marketing
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